As influencer marketing changes, brands are turning to micro influencers as super influencers struggle with relatability. According to a report from Linqia, 77% of brands want to work with micro influencers (defined as “regular people” with between 5,000 to 100,000 followers)—and it seems like COVID has accelerated that trend. Zyper, which matches brands with social media users, has seen a 139% increase in “inbound leads” from fast-fashion, luxury, and sportswear retailers. Influencer agency Influential has seen a surge in campaigns focusing on “real people, real stories” during the pandemic, and reports that customers don’t want to hear about luxury influencers travel woes, but rather how influencers can relate to consumers. (WWD)
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